The long wait paid off for Mad Men. Last night’s Season 5 premiere of the AMC period drama averaged 3.5 million viewers. That was up 21% from Season 4’s debut exactly 20 months ago and the series’ largest audience ever. The fifth-season premiere posted series highs in all key demos. That includes adults 25-54, in which it delivered 1.7 million viewers, up 17% from the Season 4 opener; and adults 18-49 (1.6 million), up 30%. “Almost five years ago, with a focus on distinction and quality, AMC launched Mad Men as the first series in its commitment to original scripted dramatic television,” said AMC president Charlie Collier. “Mad Men set the bar high and we are incredibly proud that it continues to engage audiences looking for unexpected, unconventional and uncompromising television.” For the night, Mad Men was watched by a total of 4.4 million viewers in the premiere 9 PM airing and the 11 PM encore.

48 Comments

I understand that financial considerations are part of the business but the number of commercial breaks during Mad Men was unbearable….

SC Vandy • on Mar 26, 2012 11:17 am

yes, a pity Matt gave into AMC’s demand for carving out more of “MM’s” time for increased commercial/promo time — clutter — and increased act breaks. Watching it “live” was a chore. Such a sad and marked contrast to the earliest “MM” seasons’ viewing experiences.

Dax • on Mar 26, 2012 11:17 am

The running time was not any shorter than any previous episode. And Mad Men’s ‘hours’ are longer than any other regular program airing with commercials. So this is a ‘perception vs. reality’ issue.

But of course, it’s always wisest to not watch ‘live’, so that you may fast forward through any and all commercials.

Frank Tien • on Mar 26, 2012 11:17 am

Last night’s Mad Men wasn’t anymore unbearable with commercial breaks than anything else run on cable. Maybe you thought this show was on HBO or Showtime since it was 20 minutes before the first break. How about all the breaks when watching college basketball? 1 minute of game equals 3 minutes of ads.

Jiminy Kritic • on Mar 26, 2012 11:17 am

I don’t get it. Probably the lamest acclaimed show in history. The only thing to be proud of here is that it’s, thankfully, it’s last season. The shark has officially been jumped.

fyi • on Mar 26, 2012 11:17 am

There will be two more seasons after this one.

Anonymous • on Mar 26, 2012 11:17 am

It’s already been renewed for a sixth season and will likely conclude after a seventh.

If you can’t even get your basic facts right, why would anybody value your opinion?

Crap numbers compared to what WALKING DEAD does every week. AMC should do more comic book adaptations… as opposed to comic SHOP adaptations (“Comic Book Men”).

Anonymous • on Mar 26, 2012 11:17 am

I love Jessica Paré, teeth and all!

Vincent Hanna • on Mar 26, 2012 11:17 am

“Paid off”…not sure about that statement. It’s more like, they had great numbers “in spite” of the long wait.

Sadly, this will embolden other networks to continue long hiatuses by saying, “Look at Mad Men season 5. The viewers will stick around.”

No.

Count yourself fortunate that they did, but do not think this model will apply to all shows.

Frank Tien • on Mar 26, 2012 11:17 am

Do you not remember the gaps between the Sopranos and The Wire seasons?

Nick • on Mar 26, 2012 11:17 am

Another case of rising ratings thanks to the Netflixs effect.

cosign • on Mar 26, 2012 11:17 am

i feel off after season 1 and then spent last week re-watching 1 and finished with an all day season 4 extravaganza (read as me alone in my place crying and being lonely).

I never would have gotten back into it if it wasnt for netflix

Gavin Lynch • on Mar 26, 2012 11:17 am

Worst episode of Mad Men ever. The bad Jane Birkin take-off, Don’s strange grimaces throughout straight from a Hamm SNL performance, nothing really landing dramatically, and laugh-out-loud sound editing with clomping hollow footsteps that didn’t match actual feet, incessant ringing phones etc. All of this time off, and this is what they come up with? Disappointed.

Anonymous • on Mar 26, 2012 11:17 am

The sound mix was abysmal (we noticed the incessant phones and office SFX as well) but this was nowhere near the worst episode ever. Did it need to be 2 hours? Probably not, but it got more done than many of the previous episodes. If nothing else Roger was in rare form and Megan’s reaction to the main characters’ self absorption and pettiness was classic. The only part I hated was Jared Harris and the wallet. Creepy and not a plotline I’m interested in following.

Also – BONUS – no January Jones!!

annonymous • on Mar 26, 2012 11:17 am

sound/sound effects pretty bad-going on the cheap for their sound mix (production audio library of clacking shoes and typewriters…ugh!) a real tin-ear, hope they clean it up.

Same here • on Mar 26, 2012 11:17 am

Agreed. I was bored to death and this is one of my fave shows.

Joey • on Mar 26, 2012 11:17 am

I know, it wasn’t NEARLY as action packed and evenful as a normal episode of Mad Men.

AJ • on Mar 26, 2012 11:17 am

DVRed the show. Only watched the ads that interested me (and there were quite a few) and FFed through the rest.

Wise gal • on Mar 26, 2012 11:17 am

The phones, the PHONES!! I don’t understand how an ad agency with phones ringing off the hook is in financial trouble.

EK • on Mar 26, 2012 11:17 am

While the Season 5 premiere had some fantastic moments, the episode as a whole was disappointing. The characters, which were so carefully developed over four seasons to each have such a compelling depth of personality, too often took on a cartoonish quality. And the scenarios that played out sadly followed suit, with too many lines and scenes that ventured too far over the top.

Fans have been so enamored with this series not only because of the ingenious premise, the top-notch acting and consistent wit, but also largely due to its ability to remain true to life, while still delivering wonderfully entertaining stories, situations and drama. I hope that we aren’t seeing the writers and actors fall into the trap of overplaying what people love. Hopefully this episode was just a byproduct of the long hiatus – the creative team’s pent up ideas exploding on the screen way too loudly, too brightly and too comically (not in a good way). Maybe subsequent episodes will return to the subtle brilliance that made Mad Men such a gem.

Or to phrase that a different way: Please, for the love of all that is holy, no more “Zou Bisou Bisou”.

Say It Isn't So • on Mar 26, 2012 11:17 am

Very astute comment. After the episode, all I could think, and for the first time ever with MAD MEN, was: the show has jumped the shark. It’s a television miracle that MAD MEN has resisted self-consciousness for this long, especially given the crazy amount of attention and acclaim it’s received (Let’s face it, GLEE jumped after the mere 13th episode). This stamina made me hopeful for last night, but unfortunately I was left wanting. Style overruled substance, beloved characters were rendered as cartoons and tonally it was all smug self-satisfaction and playing to expected tropes. It felt a little sloppy and indulgent and placing Don on the outskirts of the episode didn’t help matters, either.

Edward • on Mar 26, 2012 11:17 am

I agree with the disappointment. I found my attention drifting. I only watched half and saved the rest for another time. Never did that before.

Jiminy Kritic • on Mar 26, 2012 11:17 am

Don’t bother.

PG • on Mar 26, 2012 11:17 am

Watched the episode on DVR last night with my girlfriend. It was right up there with the previous 4 seasons. Had a bunch of good laughs. Most importantly, the incredible atention to detail remains- in the props, the wardrobe, the cultural references. If we’re not used to seeing Don happy, so be it. But haters are gonna hate…

Jiminy Kritic • on Mar 26, 2012 11:17 am

All style and zero dramatic substance.

Nerd • on Mar 26, 2012 11:17 am

I stopped watching after 40 mins because there were way too many commercial breaks. Talk about taking you out of the drama of the show. It was impossible for my family and I to stay interested when we were watching 5 mins of the show, then 5 mins of ads, and then 5 mins of the show again, and so on.
If I went to a theater to see a 2 hr movie and there was 15 commercial breaks I would demand my money back. I guess its time I finally invest in a DVR.

innerealm • on Mar 26, 2012 11:17 am

Too many commercial breaks….and I recorded it! Loved the 60’s party scene.

A Fan? • on Mar 26, 2012 11:17 am

One issue I have with this show is the directorial choices. It seems that every scene has the actors walking into the room and standing there in a rather moronic way, often holding their cigarettes in a very affected and unnatural way. They walk on in a line, stand there and then walk off. The exceptions seem to be the characters of Joan, Roger and Don.

Sr • on Mar 26, 2012 11:17 am

Few commercials had been a big attraction for watching the early episodes for me, as the movement is slow and studied, beautiful art.
wonderful script, actors, sets, camera, music, everything is my fav. except the 50s idea is just very sad for me.

blink • on Mar 26, 2012 11:17 am

It has turned into part soap opera, part sitcom now.

Just look at some of the tropes/storylines that they’ve relied on in the last few arcs: unplanned pregnancy, mistaken identity of baby’s father, surprise proposal, jealousy and tension between current and former lovers, etc. These arcs glossed over “real” issues like the arcs about race relations/EOE, women’s expectations at the workplace, maternity leave rights, etc.

And I could not stop cringing during the Zou Bisou performance, though perhaps that was the point.

Although, the more cringe-inducing moment for me was the mixed-up communications with Harry — that’s classic sitcom, Modern Family material right there (one character is talking about one thing, the other is talking about another, but their conversation still syncs up).

It’s a ground-breaking show, but there was not much ground-breaking about last night’s episode.

Mar • on Mar 26, 2012 11:17 am

OMFG. Can we just stop beating up poor Weiner, et al, for the commercials and (in your opinions) a boring episode (huh?). As I wrote above I’m just happy to have Mad Men on the air again! The creators obviously care a great deal about the viewers and if we have to endure more commercials, oh well! Record the ep and FF or have a conversation with your husband, wife, boy/girlfriend, whoever during the breaks. It won’t kill you! Just deal and stop complaining about a glass that’s half full not empty. Sheesh.

Jeff Prescott • on Mar 26, 2012 11:17 am

I’ve seen every episode…..last night was torture….every actor must stop acting like they’re doing a scene from a hit TV series called “Mad Men.”

Rocketeuropa • on Mar 26, 2012 11:17 am

Couldn’t give a damn about the commercials. I’ll wait until the entire season is released on DVD, get it on sale for $10 bucks at Best Buy (-like last season), and savor it without interruption.
I know it’s worth the wait.

questionsauthority • on Mar 26, 2012 11:17 am

The best part of a disappointingly weak episode was the final scene and the playing of that Dusty Springfield classic (actually, all of her songs were). Here’s hoping one episode does not a season make.

shadallion • on Mar 26, 2012 11:17 am

I agree with the commenter who mentioned the Netlix effect.

Having all 4 seasons available on Netflix streaming, coupled with the very long delay between seasons, has given a huge new group of viewers to go back and watch all the episodes in preparation for season 5.

I have personally preached about the show enough to get three new viewers to go back and watch the whole show thus far (you’re welcome, AMC).

The first episode of this season was a bit wobbly. Not enough of Don, and no Betty at all was odd. Also, it was very nearly approaching a comedy, with the level of laughs. They were pretty funny jokes, but that’s not generally what I appreciate about ‘Mad Men.’

Bobby • on Mar 26, 2012 11:17 am

WTH was with the party scene that went nowhere? So we can reinforce that Don Draper will do what? Have another faltering romance. Been there, seen it. Boring!!!

Madder Man • on Mar 26, 2012 11:17 am

What was the “shaving scene” all about? Missing kids he abandoned?
Pleeeeeaaaassseee.

“Zooby, zooby, zoo” thanks for the ear worm.

A missing wallet? Oh come on, talk about phoning it in.

Carrie • on Mar 26, 2012 11:17 am

The time is actually kept the same. Every hour show is about 42 minutes to 45 minutes with commercials. It was the same as the previous seasons